If you have a business, you no doubt understand the importance of collecting data on your customer demographic; however, many businesses are uncertain about how to use the data to improve their business and inform decisions. If you are in this boat, consider these ways to use data for better marketing.
Types of data
There are many different types of data you can use, including personal data such as phone numbers and email addresses; engagement data on how customers interact with your marketing; transactional data, which looks at what your customers are buying; behavioural data, which considers the purchase journey; and photograph data, which can provide more information on your customer’s interests and enthusiasms. If all this data seems overwhelming, you might consider using the services of a data collection company such as https://shepper.com.
Three ways data can improve marketing
- Data can help improve your customer understanding. It can give you insights into who your customers are and what appeals to them. This will enable you to create more personalised marketing campaigns that are more likely to appeal to them. It can also help you identify negative aspects of the business, such as a common point when your website visitors abandon a purchase.
- You can use data to help in the decision-making process when it comes to the development of products and services. Customers are often keen to take part, as it makes them feel valued to be a part of the decision-making process. You can use customer surveys or read reviews to identify ways of improving products and services or to find out what products and services your customers like. It can even inform you of when a new product should be launched as you adapt it to the customer’s wishes. Involving customers in your decision-making can increase their brand loyalty.
- Historic data can inform future decisions; for example, you may notice a spike in sales in the months before Christmas or in the summer, which suggests a marketing campaign at that time will be effective.
